ground_up_seo_content_development_as_pu-matt_tuens.ppt

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ground_up_seo_content_development_as_pu-matt_tuens.ppt

  1. 1. Content That Drives Results Matt Tuens :: A cu V ox, Inc. [email_address]
  2. 2. <ul><li>A little background…. </li></ul><ul><li>Focused on content side of online since 1997 </li></ul><ul><li>Plan & implement full content solutions of all sizes </li></ul><ul><li>Develop entire information portals and content sites </li></ul><ul><li> --- from the ground up. </li></ul>Content that Drives Results [email_address]
  3. 3. <ul><li>Today…. </li></ul><ul><li>Changing Perspective </li></ul><ul><li>Building a helpful site that creates traffic </li></ul><ul><li>Development in a ideal situation </li></ul><ul><li>Development on a budget </li></ul><ul><li>Measuring ROI </li></ul>Content that Drives Results [email_address]
  4. 4. <ul><li>Tweak Your Perspective </li></ul>Content that Drives Results [email_address]
  5. 5. <ul><li>Wrong Perspective #1 </li></ul><ul><ul><li>Most people limit their thinking </li></ul></ul><ul><ul><li>Think in terms of minimums </li></ul></ul><ul><ul><li>Doing the least possible </li></ul></ul>Content that Drives Results [email_address]
  6. 6. <ul><li>Wrong Perspective </li></ul><ul><ul><li>Most people limit their thinking </li></ul></ul><ul><ul><li>Think in terms of minimums </li></ul></ul><ul><ul><li>Doing the least possible </li></ul></ul>Content that Drives Results [email_address]
  7. 7. <ul><li>Right Perspective </li></ul><ul><ul><li>Answer every question and need </li></ul></ul><ul><ul><li>Become the ultimate resource </li></ul></ul>Content that Drives Results [email_address]
  8. 8. <ul><li>Wrong Perspective #2 </li></ul><ul><ul><li>Make it all about you </li></ul></ul><ul><ul><li>Only give info you want to give </li></ul></ul>Content that Drives Results [email_address]
  9. 9. <ul><li>Right Perspective </li></ul><ul><li>Give your demographic what THEY want to know, </li></ul><ul><li>not what you want them to know. </li></ul>Content that Drives Results [email_address]
  10. 10. <ul><li>Think. </li></ul>Content that Drives Results [email_address]
  11. 11. <ul><li>Think. Like. </li></ul>Content that Drives Results [email_address]
  12. 12. <ul><li>Think. Like. That. </li></ul>Content that Drives Results [email_address]
  13. 13. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><ul><li>Identify the segments in your demographic </li></ul></ul><ul><ul><ul><li>Single? </li></ul></ul></ul><ul><ul><ul><li>Married? </li></ul></ul></ul><ul><ul><ul><li>Young? </li></ul></ul></ul><ul><ul><ul><li>Old? </li></ul></ul></ul><ul><ul><ul><li>Working? </li></ul></ul></ul><ul><ul><ul><li>Retired? </li></ul></ul></ul><ul><ul><ul><li>Etc. </li></ul></ul></ul>Content that Drives Results [email_address]
  14. 14. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><ul><li>Identify what the segments are looking for </li></ul></ul><ul><ul><ul><li>Why do people buy what you sell </li></ul></ul></ul><ul><ul><ul><li>What need are you filling </li></ul></ul></ul><ul><ul><ul><li>What are the main decision points </li></ul></ul></ul><ul><ul><ul><li>What will help inform them </li></ul></ul></ul><ul><ul><ul><li>What information will help them check off the points in their decision making process </li></ul></ul></ul><ul><ul><ul><li>What will help move them to action </li></ul></ul></ul>Content that Drives Results [email_address]
  15. 15. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Keyword Research </li></ul><ul><ul><li>No longer just terms and search quantities </li></ul></ul><ul><ul><ul><li>Different aspects, different demographics </li></ul></ul></ul><ul><ul><ul><li>Not term, but meaning </li></ul></ul></ul><ul><ul><ul><li>Especially important for content </li></ul></ul></ul>Content that Drives Results [email_address]
  16. 16. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Keyword Research </li></ul><ul><ul><li>Primary </li></ul></ul><ul><ul><li>Secondary </li></ul></ul><ul><ul><li>Tertiary </li></ul></ul><ul><ul><li>Long Tail </li></ul></ul><ul><ul><li>Content topics at each level </li></ul></ul>Content that Drives Results [email_address]
  17. 17. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Keyword Research </li></ul>Content that Drives Results [email_address] Tips for Finding the Best Bad Credit Refinancing Rates in Los Angeles bad credit refinancing Los Angeles Long tail Getting Mortgage Refinancing with Bad Credit in a Down Market bad credit refinance Tertiary How to Get a Mortgage Refinance Loan     Mortgage Refinance mortgage refinance Secondary Refinance refinance Primary Topic Term Level
  18. 18. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Content Types </li></ul><ul><ul><li>Articles? </li></ul></ul><ul><ul><li>Blog posts? </li></ul></ul><ul><ul><li>News? </li></ul></ul><ul><ul><li>Forums? </li></ul></ul><ul><ul><li>Video? </li></ul></ul>Content that Drives Results [email_address]
  19. 19. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Structure </li></ul><ul><ul><li>Like pages together </li></ul></ul><ul><ul><li>Structural categorization </li></ul></ul><ul><ul><li>Virtual categorization </li></ul></ul>Content that Drives Results [email_address]
  20. 20. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Structure </li></ul><ul><ul><li>Articles covering multiple topics </li></ul></ul><ul><ul><ul><li>Directory referenced most </li></ul></ul></ul><ul><ul><ul><li>Separate all-encompassing category </li></ul></ul></ul>Content that Drives Results [email_address]
  21. 21. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Structure </li></ul>Content that Drives Results [email_address] Primary Secodary Tertiary Long Tail
  22. 22. <ul><li>Building a Useful Site that Gets Traffic </li></ul><ul><li>Intelligent Structure </li></ul><ul><ul><li>General theming </li></ul></ul><ul><ul><li>Theme sculpting </li></ul></ul><ul><ul><li>Internal linking </li></ul></ul><ul><ul><li>PageRank sculpting </li></ul></ul>Content that Drives Results [email_address]
  23. 23. <ul><li>Building in an Ideal Situation </li></ul><ul><li>Types of Content </li></ul><ul><ul><li>Articles, blogs, news, video, UCG, forums, images, etc. </li></ul></ul><ul><ul><li>What fits your situation </li></ul></ul>Content that Drives Results [email_address]
  24. 24. <ul><li>Building in an Ideal Situation </li></ul><ul><li>Allocating Content </li></ul><ul><ul><li>Major Keyword </li></ul></ul><ul><ul><li>Secondary Keyword </li></ul></ul><ul><ul><li>Tertiary Keyword </li></ul></ul><ul><ul><li>Long Tail </li></ul></ul><ul><ul><li>Topic based </li></ul></ul>Content that Drives Results [email_address]
  25. 25. <ul><li>Building on a Budget </li></ul><ul><ul><li>Better budget – Close to Ideal as Possible </li></ul></ul><ul><ul><li>Mid budget – Try to follow Brett’s Rules </li></ul></ul><ul><ul><ul><li>100 articles before launch, then one a day </li></ul></ul></ul><ul><ul><li>Less budget – At very least write one a day </li></ul></ul>Content that Drives Results [email_address]
  26. 26. <ul><li>Building on a Budget </li></ul><ul><ul><li>Better budget - Close to Ideal </li></ul></ul><ul><ul><ul><li>Outsource – few companies set up internally </li></ul></ul></ul><ul><ul><li>Mid budget – Brett’s Rules </li></ul></ul><ul><ul><ul><li>100 Initial articles </li></ul></ul></ul><ul><ul><ul><li>350 to 500 articles in first year – pretty healthy site </li></ul></ul></ul>Content that Drives Results [email_address]
  27. 27. <ul><li>Building on a Budget </li></ul><ul><ul><li>Write one article per day </li></ul></ul><ul><ul><ul><li>Pro – easy to manage </li></ul></ul></ul><ul><ul><ul><li>Con – harder than appears </li></ul></ul></ul>Content that Drives Results [email_address]
  28. 28. <ul><li>Building on a Budget </li></ul><ul><ul><li>Inhouse Option? </li></ul></ul><ul><ul><ul><li>Pro - Cheap, control </li></ul></ul></ul><ul><ul><ul><li>Con – </li></ul></ul></ul><ul><ul><ul><ul><li>Resources allocated elsewhere </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Much more time and cost consuming </li></ul></ul></ul></ul><ul><ul><li>Outsourcing </li></ul></ul><ul><ul><ul><li>Conservative outsourcing more cost effective </li></ul></ul></ul>Content that Drives Results [email_address]
  29. 29. <ul><li>Measuring ROI </li></ul><ul><ul><ul><li>Set your goals </li></ul></ul></ul><ul><ul><ul><ul><li>Direct Goals </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Sales, downloads, page views, etc. – totally depend on your business model </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Set or Note Indirect Metrics </li></ul></ul></ul><ul><ul><ul><ul><li>Pages viewed </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Time on site </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Time per page </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Repeat visits (!) </li></ul></ul></ul></ul>Content that Drives Results [email_address]
  30. 30. <ul><li>Measuring ROI </li></ul><ul><li>Points to watch for </li></ul><ul><ul><li>Increased numbers in your direct goals, of course </li></ul></ul><ul><ul><li>Increased numbers in indirect goals </li></ul></ul><ul><ul><li>Entry pages </li></ul></ul><ul><ul><li>Path </li></ul></ul><ul><ul><li>What type of pages are they looking at? (Content, product, ?) </li></ul></ul><ul><ul><li>What is their exit page </li></ul></ul><ul><ul><li>Analyze Direct Goal Actions </li></ul></ul><ul><ul><li>Analyze visitors </li></ul></ul>Content that Drives Results [email_address]
  31. 31. <ul><li>Perspective </li></ul><ul><li>Planning </li></ul><ul><li>Execution </li></ul>Content that Drives Results [email_address]
  32. 32. Thank You! Matt@AcuVox.com Matt Tuens :: A cu V ox, Inc. [email_address]

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